TODAY Tops GMA Across the Board For the Week
TODAY Marks 101 Consecutive Weeks at #1 in the Key Demo
TODAY Achieves 40-Week High in A18-49, 39-Week High in A25-54 Viewership
NEW YORK – November 12, 2025 – NBC News’ TODAY was the number-one morning show outright last week, topping ABC’s “Good Morning America” in total viewers and the key demos for the second consecutive week. TODAY has now won six of the last ten weeks in total viewers and remains the #1 morning show among A25-54 and A18-49 audiences.
The win marks TODAY’s best advantage over GMA in nine weeks and its largest A25-54 demo lead in 43 weeks, since January 6, 2025 — Hoda Kotb’s final week as co-anchor. The program also continued its impressive streak at #1 in the key demo for 101 consecutive weeks.
Season to date, TODAY ranks as the top-rated morning show among both A25-54 and A18-49 viewers, with its smallest total viewer gap versus GMA in 14 years and double-digit growth over CBS across all key metrics.
TODAY HIGHLIGHTS:
TODAY averaged 2.813 million total viewers, beating GMA by +93,000 (+3%) and leading CBS by +877,000 (+45%)
- This marks TODAY’s second straight week at #1 in total viewers, and its sixth win in the last ten weeks.
- TODAY’s total viewer advantage over GMA was the largest in nine weeks (since 9/1/25).
- TODAY ranked #1 every morning last week in total viewers.
- Week over week, TODAY improved its total viewer lead over GMA by 90% (+93,000 vs. +49,000 prior week).
- Compared to prior year, TODAY improved its total viewer advantage over CBS by 17% (+877,000 vs. +751,000 prior year).
TODAY averaged 640,000 A25-54 viewers, beating GMA by +205,000 (+47%) and leading CBS by +305,000 (+91%)
- TODAY has been the #1 morning show among A25-54 viewers for 101 consecutive weeks.
- A25-54 viewership reached a 39-week high (best since 2/3/25), while TODAY’s advantage over GMA was the largest in 43 weeks (since 1/6/25).
- Week over week, TODAY added +28,000 A25-54 viewers (+5%), improving its lead over GMA by 50% (+205,000 vs. +137,000 prior week).
- Versus the prior year, TODAY improved its A25-54 advantage over CBS by 6% (+305,000 vs. +287,000 prior year).
TODAY averaged 416,000 A18-49 viewers, beating GMA by +114,000 (+38%) and leading CBS by +184,000 (+80%)
- Both TODAY’s A18-49 audience and its lead over GMA hit 40-week highs (since 1/27/25).
- Week over week, TODAY grew +25,000 A18-49 viewers (+6%), expanding its lead over GMA by 50% (+114,000 vs. +76,000 prior week).
- Compared to prior year, TODAY improved its A18-49 advantage over CBS by 25% (+184,000 vs. +147,000 prior year).
2025–26 SEASON-TO-DATE (9/22/25–11/9/25)
TODAY IS THE #1 MORNING SHOW AMONG A25-54 & A18-49 VIEWERS
TODAY leads GMA by +96,000 A25-54 viewers
- Versus CBS, TODAY leads by +168,000 A18-49 viewers, 14% higher than last season (+148,000).
TODAY leads GMA by +32,000 A18-49 viewers
- Versus CBS, TODAY leads by +168,000 A18-49 viewers, 14% higher than last season (+148,000).
###
